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Podcast: Relentless Health Value
Episode: Episode 2: Be Authentic with Michael Kuderka
Description: Today I speak with Michael Kuderka, an experienced pharmaceutical marketer. I liked what he had to say about being authentic. Michael suggests that pharmaceutical brands these days need to lock down a patient population where the brand can legitimately add the most value, and then own that market by developing strong value propositions for each stakeholder along the patient journey. Michael says in the long run, this is a much better strategy than fighting for a tiny piece of a giant pie. Especially when the clinical differentiation across such broad sweeps of patients is rarely well-defined and...